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Unveiling the Growth of the Chinese Luxury Jewellery Market

China's love affair with luxury has experienced an upsurge in recent decades. With the rise in wealth among the middle and upper classes and easier international accessibility, the Western way of life and Europe’s artisanal skillset have become alluring. The Chinese luxury jewellery market, in particular, has seen significant growth, with natural diamonds being the gem of choice.  

 

BAUNAT, known for its high-quality natural diamonds and handcrafted jewellery from Antwerp, has played a pivotal role in this marketplace.  

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How has China's luxury jewelry market evolved, particularly concerning natural diamonds?

China's luxury jewelry market has undergone significant transformation in recent decades, driven by increasing wealth among middle and upper classes. Initially, affluent Chinese consumers traveled to European capitals for luxury purchases, attracted by tax advantages and exclusive brands. However, the market has shifted as international luxury brands established direct presence in mainland China, making high-end jewelry more accessible domestically.

Natural diamonds remain particularly coveted in this market, with their enduring value and sentimental significance resonating strongly with Chinese consumers. Despite a general trend toward experiential spending, jewelry maintains its appeal as both a luxury purchase and a cherished heirloom. The personal luxury market, including jewelry, has demonstrated stability with sales reaching €249 billion. Companies like BAUNAT, with its Antwerp-crafted pieces, have capitalized on this growth by offering high-quality natural diamonds through both digital platforms and physical showrooms in China.

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Chinese Luxury Escapades to Europe 

Previously, affluent Chinese travelled to various European capitals with an aim to acquire luxury goods, embracing a taste of Western lifestyle. The primary motivations behind these purchases were the affordability due to tax differentials and the allure of brands not locally available. 

Rise of Luxury Brands in China 

Yet, the narrative of accessibility has seen a shift through the blooming Chinese luxury market and increasing on-ground presence of international brands within mainland China. This direct reach to European luxury brands has been a game-changer, especially for those who couldn't afford to globe-trot or lacked time to explore foreign markets.  

In 2016, the luxury industry saw a 4% growth, marking retail sales at around € 1.08 trillion. The personal luxury market, inclusive of the Chinese jewellery market, maintained its firm footing at € 249 billion, demonstrating the market’s steady nature.  

The Enduring Charm of Jewellery 

Despite a recent inclination towards spending on "experiences" over tangible goods, the sale of jewellery, particularly those of natural diamonds, remains an unwavering market due to their sentimental value. Jewellery carries an ultimate symbol of love, handed down from generation to generation, leaving behind a trail of treasured memories. 

Jewellery, with its enduring charm, provides the experience and the memories that people increasingly desire. Its resilience as an asset adds to its appeal. BAUNAT, embodying these values, has a significant role in the digital jewellery space.  

BAUNAT, rooted in Antwerp, is a renowned name in the Chinese jewellery market, offering a curated selection of classic and contemporary collections to suit diverse tastes. If you prefer a personal experience, our dedicated team at the BAUNAT showrooms awaits your visit.  

Remember, beauty isn't just in the beholder's eye; it's in the natural diamonds you wear, the handcrafted jewellery you flaunt, and the personal service that BAUNAT delivers. 

  • Sofie Kuppens

  • BAUNAT Antwerp

  • “Logistics Champion”, which is the title Sofie was awarded with in 2018, leads and supervises the processing of orders and logistics and closely working together with the BAUNAT order team. She strives to ensure maximum customer satisfaction by keeping our clients up to date in the production process and delivering on-time. To improve her product expertise even further, Sofie completed the Diamond Foundation Course by De Beers, which makes her a true diamond specialist.

    Professional experience

    BAUNAT Group N.V. - Logistics Champion & Order Team Lead (2016–present)

    Sofie supervises processing of bespoke orders and coordinates logistics between production and customer service. She keeps clients informed during production, improves internal workflows to reduce variability in lead times, and helped introduce quality checkpoints that raised order accuracy and client satisfaction.

    Customer Service & Production Coordinator, BAUNAT Antwerp (2012–2016)

    Coordinated daily activity between ateliers and the orders desk, trained new staff to handle custom requests, and developed procedures for order tracking and client communication that strengthened after‑sales follow‑up.

    Retail Sales Advisor, Fine Jewellery Boutique (2009–2012)

    Advised clients on high‑end jewellery purchases, gained hands‑on experience with diamond grading basics, and refined consultation skills that inform her current role in bespoke order management.

    Diamond Foundation Course, De Beers - Certified Graduate (2020)

    Completed professional training in diamond properties and grading to deepen gemstone knowledge used in quality checks and client consultations.

    Education & credentials

    AP Hogeschool Antwerpen - Degree in Applied Business Management, marketing track. De Beers Diamond Foundation Course - Certified Graduate, 2020. Ongoing in‑house BAUNAT training in bespoke jewellery processes and customer experience.

    Selected publications & courses

    Diamond Foundation Course, De Beers, provider certification and practical grading sessions. BAUNAT blog articles by Sofie Kuppens on engagement ring selection, diamond care and jewellery trends, published on the BAUNAT site between 2023 and 2025. Internal BAUNAT workshops on order logistics and client communication.

    Recent activity & perspectives

    Unveiling the importance of Engagement Ring Insurance in the UK - "Insuring an engagement ring is not only about protection, it is about securing the emotional and financial value of a lifelong symbol." (12-07-2024, Gemstones)

    Unlocking the Meaning Behind Your Engagement Ring's Gemstone - "A gemstone can carry sentiment and story; choosing the right stone means balancing personal meaning with lasting quality." (11-07-2024, Jewellery)

    Mastering the Art of Wearing Asymmetrical Earrings - "Asymmetry offers a contemporary silhouette that allows each ear to tell part of a single, stylish story; the key is proportional balance." (04-07-2024, Earrings)

    Choosing the right carat weight for your diamond earrings - "Visual impact depends on setting and cut as much as on carat weight; thoughtful design can maximise perceived sparkle without unnecessary size." (11-09-2024, Jewellery)

“Logistics Champion”, which is the title Sofie was awarded with in 2018, leads and supervises the processing of orders and logistics and closely working together with the BAUNAT order team. She strives to ensure maximum customer satisfaction by keeping our clients up to date in the production process and delivering on-time. To improve her product expertise even further, Sofie completed the Diamond Foundation Course by De Beers, which makes her a true diamond specialist.

Professional experience

BAUNAT Group N.V. - Logistics Champion & Order Team Lead (2016–present)

Sofie supervises processing of bespoke orders and coordinates logistics between production and customer service. She keeps clients informed during production, improves internal workflows to reduce variability in lead times, and helped introduce quality checkpoints that raised order accuracy and client satisfaction.

Customer Service & Production Coordinator, BAUNAT Antwerp (2012–2016)

Coordinated daily activity between ateliers and the orders desk, trained new staff to handle custom requests, and developed procedures for order tracking and client communication that strengthened after‑sales follow‑up.

Retail Sales Advisor, Fine Jewellery Boutique (2009–2012)

Advised clients on high‑end jewellery purchases, gained hands‑on experience with diamond grading basics, and refined consultation skills that inform her current role in bespoke order management.

Diamond Foundation Course, De Beers - Certified Graduate (2020)

Completed professional training in diamond properties and grading to deepen gemstone knowledge used in quality checks and client consultations.

Education & credentials

AP Hogeschool Antwerpen - Degree in Applied Business Management, marketing track. De Beers Diamond Foundation Course - Certified Graduate, 2020. Ongoing in‑house BAUNAT training in bespoke jewellery processes and customer experience.

Selected publications & courses

Diamond Foundation Course, De Beers, provider certification and practical grading sessions. BAUNAT blog articles by Sofie Kuppens on engagement ring selection, diamond care and jewellery trends, published on the BAUNAT site between 2023 and 2025. Internal BAUNAT workshops on order logistics and client communication.

Recent activity & perspectives

Unveiling the importance of Engagement Ring Insurance in the UK - "Insuring an engagement ring is not only about protection, it is about securing the emotional and financial value of a lifelong symbol." (12-07-2024, Gemstones)

Unlocking the Meaning Behind Your Engagement Ring's Gemstone - "A gemstone can carry sentiment and story; choosing the right stone means balancing personal meaning with lasting quality." (11-07-2024, Jewellery)

Mastering the Art of Wearing Asymmetrical Earrings - "Asymmetry offers a contemporary silhouette that allows each ear to tell part of a single, stylish story; the key is proportional balance." (04-07-2024, Earrings)

Choosing the right carat weight for your diamond earrings - "Visual impact depends on setting and cut as much as on carat weight; thoughtful design can maximise perceived sparkle without unnecessary size." (11-09-2024, Jewellery)